Sivers wanted to demonstrate what he valued: “What you’re paying me for is to get there! Once I’m there, playing music is the fun part! If you tell me I have to get back in the van after only an hour, and drive home, then I’m going to charge you more than if you let me play for a couple hours first.”

But it’s important to think about the intangibles, too, like Sivers did. Ignoring the dollars and cents, do you want to reward certain behavior? Or discourage other behavior? Your pricing structure can make that case much more forcefully than any sales presentation. I love how Sivers thinks about this.

Contact Scott if you’d like help thinking about your products’ prices — and how to balance your heart’s pricing desires vs. what your customers expect.